TIKTOK LAUNCH

PHASE 1 - AWARENESS

We launched Microsoft Surface with a duet series, using a recognizable personality to duet content every day from a variety of niche communities that aligned with the interests of our target. This allowed us to authentically find our core community.

50K+ FOLLOWERS 6M VIEWS AND 150K LIKES IN UNDER 3 MONTHS

PHASE 2 - BUILDING COMMUNITY

During Phase 2 we got to know our core audience, adjacent subcultures and fandoms. We tapped into trends, sounds, created recurring successful series and partnered with creators, keeping our product front and center in a way that felt additive. We continued to build engagement gaining another 70K+ followers with no paid support.

PRODUCED IN-HOUSE:

PRODUCED IN COLLABORATION WITH CREATORS:

10 yeaR ANNIVERSARY campaign

We celebrated the 10 Year Anniversary of Surface by highlighting key and consistent members of our community - digital artists. We partnered with them to redesign our logo using Surface’s digital art capabilities. We then sent stickers of these logos to those who commented and engaged with each designer’s content further celebrating our loyal Surface community.